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Campaigning for Commitment
Marketers ask for pledges as part of cause-related promotions
Implications - Non-profit charities and organizations typically ask for consumer commitment through pledges and donations, and now for-profit brands are doing the same. Companies are using oath-based campaigns as part of their cause marketing initiatives -- which are becoming almost a requirement of any marketing plan -- to elicit promises from consumers to undertake socially or environmentally beneficial activities. In addition to doing good, these pledges also place accountability among participants, creating an interactive element with the campaign that may build brand loyalty.
| Score: 4.8 |
This Year and Mild
Top 4 Examples:
Date Range:3,649 Total Clicks Jul 12 - Aug 12 |
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Featured Examples | |||||||||||
Anti-SMS Driving CampaignsAT&T 'No Text on Board' Pledge Asks You to Stop Texting and DrivingAlthough most people understand that texting while driving is dangerous, according to statistics from the AT&T ‘No Text on Board’ campaign, a whopping 75 percent of teenagers say... [More] |
Interactive Cover PhotosUnilever Engages Eco-Minded Fans With Interactive Facebook TimelineUnilever has launched a campaign that involves an interactive cover photo on its Facebook Timeline. Part of the brand’s continued commitment to sustainable business, the campaign encourages... [More] |
Eco-Promoting Condiments (UPDATE)Heinz Ketchup 'Join the Growing Movement' Encourages Eco LivingHeinz’s bottles now feature PlantBottle technology and are 100 percent recyclable, thanks to its partnership with Coca-Cola in 2011, and now the Heinz Ketchup ‘Join the Growing Movement&#... [More] | |||||||||
Beer-Branded OathsTake the Anheuser-Busch Pledge to Drink ResponsiblyEarlier this year Pernod Ricard created a Facebook pledge campaign encouraging Europeans to drink responsibly, and although that particular campaign was a flop (it received a measly 115 Facebook &#... [More] | |||||||||||
